Welsh-born Morfudd Richards trained as a pastry chef in San Francisco. She has worked in managerial roles in some of London's top restaurants, including Harveys, under Marco Pierre White; Le Caprice and The Ivy before opening her own restaurant, Lola's, in 1996 followed by Lomo in 1998. Lola's was dubbed Time Out's Best New Restaurant 1997. In 2004, Morfudd sold Lola's and set up Lola's on Ice. She has spent the last four years experimenting with ice cream flavours and perfecting her technique and now hires out Lola's on Ice at private functions where her inventive, moreish creations are always the talk of the party.
